Hot Commute
The “Hot Commute” campaign represents the typical challenges the metropolitan professional faces each day during their commute, centering around the mantra “How can I look stylish throughout the course of my day?”
Because Rockport arms its metropolitan professional customer with fashionable and functional footwear that enables them to look good longer throughout the course of their daily routines, the company invariably helps them look stylish for any chance romantic encounters that they might experience on their commute, as featured in the campaign. The creative direction was helmed by Rockport, and the campaign features a video of two attractive strangers as they commute to work, notice each other on the street, and eventually walk away together hand in hand.
“’Hot Commute’ is all about the lifestyle that Rockport embraces: the active, on-the-go metropolitan style of a modern professional,” says Daniel Tschuemperlin, Senior Vice President of Product and Brand Marketing, The Rockport Company. “The campaign centers on the fact that the commute is typically the first (and last) social interaction of the day. This means that you need stylish, comfortable footwear that prepares you for anything that happens throughout the work day, be it a last minute corporate meeting, an impromptu business lunch, or even a serendipitous encounter with someone on the bus or train on the way home.”
The “Hot Commute” campaign will show consumers everywhere that they do not have to change their shoes while commuting to work because of Rockport’s philosophy of creating walkability through the integration of performance technology (such as adiPRENE® by adidas®) that makes style comfortable and allows the consumer to look good longer, the program comprises the following components:
- Rockport will aggressively target women for this campaign through advertising with Vogue and Lucky magazines, with ad buys in the September, October and November issues of Vogue as well as the November issue of Lucky;
- Key Rockport women’s footwear styles will undergo a blind shoe test with 100 Vogue “Insiders,” a group of first adopters that test product before it hits shelves;
- Rockport inclusion into the Vogue mobile application.
- Rockport has developed a “Hot Commute” microsite at www.rockportcanada.ca to showcase the online video and key footwear styles that are shown in the campaign;
- Rockport will start digital advertising via banner ads in key online outlets like The New York Times, Linkedin, People.com, Washington Post, Lifetime and USA Today, which target the metropolitan professional customer;
- Furthermore, the “Hot Commute” video will also be included on sites like ABC, Fox, NBC, hulu, BBE, and Tidal TV that feature online video content for advertisers.
- Rockport will begin advertising in key mobile applications and sites to appeal to the metropolitan commuter on his/her way to work.
- Rockport has developed its own “Hot Commute” application available on any smartphone launching September 2010, which will showcase which cities and countries have the “Hottest Commuters.” Users will be asked to upload images of themselves commuting to work to show how they combine style and comfort and the application will have an interactive content as voters vote for who has the hottest commuter style per town, city and country.
- The “Hot Commute” campaign will be in Rockport stores starting September 2010 and will comprise of window and in-store displays that take cues from the Hot Commute campaign.
- The Rockport brand messaging and imagery will all change to reflect the new Fall 2010 Collection.
NBC’s The Apprentice / Rockport Integration
Following the “Hot Commute” multi-media marketing campaign, Rockport is proud to announce its newest partnership with the number one TV show that resonates globally with the metropolitan professional: NBC’s “The Apprentice” (airing on Global TV in Canada). Reaching over 125+ countries and a viewership of 10 million plus, this partnership represents a synergistic marriage between two brands that appeal to business people worldwide. Rockport is the first footwear brand that has partnered with “The Apprentice” for a team challenge and the episode will air Thursday, October 14, 2010.
“This represents a strategic collaboration that brings together two strong and globally known brands that resonate with a specific audience: the metropolitan professional and we are thrilled over this partnership,” says Donald J. Trump. “We like that Rockport recognizes and supports entrepreneurship and business acumen as well as the importance of looking and feeling good in professional attire. This has been a truly synergistic integration.”
“We’ve spent the last two years restructuring and defining the Rockport brand and product offerings, and are invigorated by Rockport’s current momentum within the marketplace,” says Michael Rupp, CEO/President, The Rockport Company. “Our marketing efforts represent the largest investment in a number of years, and we are very excited to introduce our unique combination of contemporary style and walkability to metropolitan professionals around the globe.”
About Rockport
The Rockport Company, LLC, is a leading brand within the adidas Group corporate portfolio and one of the most recognized footwear brands in the United States. Rockport has a heritage of innovation and offers stylish, comfortable footwear for men and women worldwide. The Rockport Company, LLC, was established in the United States in 1971 and is headquartered in Canton, Massachusetts. The company currently distributes footwear to more than 55 markets worldwide. For more information, visit www.rockport.com.
